Behind this strange (and new) word there is an activity of creativity and precision. Transcreation is the process of recreating content. It means ‘translating’ and ‘recreating’. In this process the original text is translated and adapted into the target language while assuring it is appropriate in the context for which it is intended. It adapts the intent of the original text based on cultural nuances, ensuring it will be successful in its target market. It is widely used in advertising and marketing environments to adapt a message from one language to another while maintaining its intent, style, tone and context.
One of the main reasons why transcreation is different from translation is the kind of source texts used in it. The source text for transcreation tends to be creative texts such as images, posters or commercials. It is about translating ideas and concepts. Transcreation saves time and money when marketing campaigns are used internationally. It is more than translation, it affects images and visual design used.
The skills of the translator are a bit different from those needed in a regular translation.
A copywriter is needed to work on it as they are very creative. Having a linguist who resides in the target country involved is vital to ensure your message gets across accurately. Cultural differences and sensitivity awareness are crucial when creating the text. These projects tend to take a longer amount of time to be completed. They are usually billed by project rather than by the word for straight translation work.
In order to create a great product, it is essential to think freely and creatively, as well as knowing the culture in which the message is going to be displayed in. If you are looking to reduce the cultural distance with different countries to connect with your audience, this is the service you need. At Planet Veritas, we have the best professionals to help you so don’t hesitate to bring your project to us.